Keep seasonal pages live year-round at a stable URL and refresh them for each season, rather than unpublishing them off-season and rebuilding them later. The pivot is keep-live-and-refresh versus lose-equity-rebuilding, and the default is firmly keep-live. A page that stays up retains everything it earned, while a page taken down each year throws away that equity and forces you to start over every cycle.
The reason to keep it live is that the page accumulates value you do not want to discard. Over a season it earns rankings, attracts links, builds a crawl and ranking history, and develops a track record with Google for its query. When you unpublish it, you abandon all of that. The URL drops out of the index, the links point at nothing useful, and the history resets, so the next year you are launching a brand-new page from zero rather than reactivating a known, trusted one. That repeated reset is pure lost ground, and it tends to mean weaker rankings each season instead of compounding ones.
Keeping the page at a stable URL turns each season into an improvement on the last. The page holds its position and equity through the off-season, and when demand returns it is already indexed and trusted, often able to climb back with little prompting. Refreshing it, updating dates, details, offers, and any stale information, keeps it current and signals continued relevance without sacrificing the history attached to that URL. You build on a single growing asset year after year rather than rebuilding a disposable one, which is how seasonal pages get stronger over time instead of flat.
The practical move is to keep your seasonal pages live and refresh them yearly. Resist the instinct to take them down once the season ends, leave the URL stable, and a few weeks before demand returns, update the content to reflect the new season and re-share it. Treat each seasonal page as a permanent fixture you tune rather than a temporary page you discard, and let it accrue equity across every cycle.